We all know Red Bull, whether you drink it or not. For the last several years Red Bull has been changing the way they communicate with customers. It’s been fun to watch the shift from a very focused brand content marketing strategy to one that is now telling more meaningful and relevant stories that are less about “brand positioning” and more about their customer’s passion points. They have been successful at telling these stories and integrating their products in a way that doesn’t seem intrusive or inauthentic. I don’t even drink Red Bull but subscribe to several pieces of their content. It’s that good. A quick glance at their home page looks very similar to CNN. So in Red Bull’s case, they have already made the transition.